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You’ve set your 2025 budgets, and now you’re working with them – but is your marketing budget supporting the firm’s growth goal?
Across the industry, conventional wisdom often ties the marketing budget to AUM. A quick calculation of 6% of AUM can give you a benchmark for what others may be spending, but this approach overlooks a key factor – your growth goal.
Taking a step back, we can all see that setting a firm’s growth budget based on AUM alone is essentially saying, “Based on our current size, here’s what we’ll spend to grow.”
There’s another way. A more strategic, thoughtful budget aligns with your broader objectives. That’s where a different conversation begins.
There are two key questions I like to start with. Watch the video above to learn more.
What’s on YOUR mind?
This is a free advice column for advisors and I’d love to hear from you. Send me any marketing question here and I’ll create a short video like this to help you with strategic next steps.
Carolyn Dalle-Molle, an accomplished growth marketer, boasts a proven track record with a realistic, iterative approach to marketing. As VP of Consulting and Innovation at Ficomm Partners, she shares her wealth of marketing expertise with purpose-driven financial advisors. Dalle-Molle began her career at a top SEO firm in Boston, where she witnessed the transformative impact of a brand’s digital presence. Beyond search, she has excelled in diverse marketing roles, notably increasing a fintech company's lead list from 5,000 to an impressive 30,000 in just two years with no budget. Later, hired by two MIT co-founders, Dalle-Molle skillfully led a small team to achieve an 8x increase in sales in under one year. Most recently, as the in-house marketing consultant at XY Planning Network, she played a pivotal role in supporting the growth of over 1,600 advisor members. Dalle-Molle is a mother of two, antique home owner, garden hobbyist, and lover of design.
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